Meta Expands Ads to All Threads Users Globally

Meta has officially announced the global expansion of advertisements to all Threads users, marking a significant milestone in the platform's evolution. The social media giant confirmed that the platform's growth to 400 million monthly active users has made it ready for full integration into its advertising ecosystem.

The move follows a successful test conducted in 30 countries early last year. With this expansion, Threads will now display image, video, and carousel ads natively within user feeds, powered by Meta's sophisticated AI-driven advertising system.

The decision to expand ads globally comes after Threads reached a critical mass of 400 million monthly active users. This user base provides sufficient scale for Meta to fully monetize the platform through its advertising infrastructure.

Meta's approach leverages its existing AI-powered advertising system, which already powers ads across Facebook and Instagram. The company confirmed that ads on Threads will utilize the same sophisticated personalization technology, ensuring targeted delivery based on user behavior and preferences.

The expansion will be implemented gradually over several months. According to Meta, the initial phase will see ad delivery remaining low as the company works toward achieving full global user availability.

Ads on Threads expansion to all users will be gradual, with ad delivery initially remaining low as we reach global user availability in the coming months.

Threads will feature multiple ad formats designed to integrate seamlessly with the platform's user experience. These include:

• Image ads for static visual content
• Video ads for dynamic storytelling
• Carousel ads for multi-product showcases

These formats will appear natively in Threads feeds, maintaining the platform's aesthetic while introducing commercial content. The integration follows the same model used by Meta's other platforms, ensuring consistency for advertisers and users alike.

The AI-powered advertising system behind these ads represents Meta's core advertising technology. This system analyzes user data to deliver personalized advertisements, creating a sophisticated targeting mechanism that has proven highly effective across Meta's family of apps.

The global expansion of ads on Threads is scheduled to begin next week, though the complete rollout will extend over several months. This phased approach allows Meta to manage the transition smoothly while monitoring user engagement and advertiser performance.

The gradual implementation strategy reflects Meta's careful approach to introducing commercial elements to the platform. By starting with limited ad delivery, the company can refine its targeting algorithms and ensure the user experience remains positive during the transition period.

The expansion represents the culmination of a testing phase that began in 30 countries early last year. Those initial tests provided valuable data that informed the current global rollout strategy.

Meta has confirmed that ads on Threads will employ the same level of personalization as advertisements on Facebook and Instagram. This means the platform will utilize comprehensive user tracking and profiling to deliver targeted advertisements.

The AI-powered advertising system analyzes user behavior, interests, and engagement patterns across Meta's ecosystem to create detailed user profiles. This data-driven approach enables advertisers to reach specific audiences with precision, maximizing the effectiveness of their campaigns.

For users, this means advertisements that are highly relevant to their interests and online behavior. For advertisers, it provides access to a sophisticated targeting mechanism that leverages Meta's extensive data infrastructure.

The global expansion of ads on Threads marks a significant evolution for the platform, transforming it from a pure social network into a fully monetized service within Meta's advertising ecosystem. This transition reflects the platform's maturation and its ability to support sophisticated commercial operations.

As the rollout progresses over the coming months, the platform will continue to refine its advertising delivery system. The gradual approach allows Meta to balance user experience with commercial objectives while ensuring advertisers receive optimal value for their investments.

The expansion positions Threads as a major player in the social media advertising landscape, leveraging Meta's established infrastructure to compete with other platforms in the digital advertising space.